Jim Nail and I are excited to announce the publication of The ForresterTM Wave: Marketing Measurement And Optimization Solutions, Q2 2018. This report evaluates eight top vendors’ current offering, strategy, and market presence for unified measurement solutions that leave behind siloed measurement approaches, like attribution and mix modeling.
The research revealed two strong insights:
- Unified measurement has matured significantly as a capability since we published the first Wave on this topic 18 months ago. Vendors have developed solid solutions that embrace a unified view of customer interactions, enabling marketers to understand channel interplay and right time optimization opportunities.
- Marketers demonstrate heightened interest in advanced measurement solutions to drive person centric marketing strategies. These tools support this evolution by moving from a backward-looking reporting tool to a planning and optimization suite, helping marketers simulate alternate marketing strategies, pick the optimal one to deliver based on objectives, and activate recommendations.
Forrester clients can read the full report to see how the vendors stack up — but keep in mind that the written report just scratches the surface of the full evaluation. Download the interactive scorecard tool and use it to customize the Forrester Wave model for your organization’s objectives.
Please feel free to set up an inquiry with me or Jim and we’ll help you get the right measurement firm for what you’re looking for.